Roc Nation’s rising artists RJAE, Reuben Vincent, Huey V, HDBeenDope, and Tyre Hakim have dropped the newest music video release, “Cypher” produced by platinum GRAMMY-nominated artist, Tay Keith.
Debuting as the newest release from the label’s Humble Soles mixtape, the gritty black and white visual introduces each artist through slow panned close ups. Set against a simple low-lit warehouse, the fast-moving rotating shots of the crew is fused into the sonic booms of each labelmates’ verse as they step forward to spit their bars, making the group’s sharp lyricism the centerpiece of the video, filling the release with dizzying energy.
The “Cypher” track comes from the Humble Soles mixtape launched earlier this year. The first-of-its-kind project was curated to commemorate the 50th Anniversary of Hip Hop this year tapping legacy artists such as DJ Clue who made an iconic resurgence for the tape.
The tape is a pillar of Roc Nation’s overarching Mixtape partnership with global sports company, PUMA. The collaboration unites both companies to honor hip hop and streetwear culture through a dynamic, 360 ecosystem of digital content, sneaker and apparel drops, and a nationwide rotation of immersive pop-up events and cypher competitions. The campaign features the support of leading industry tastemakers such as celebrity shoe designer Alexander John, Roc Nation’s Head of Lifestyle and Paper Planes co-founder, Emory Jones, Jim Jones, Wayne “Wayno” Clark, Lenny “Lenny S.” Santiago and more.
RJAE, Reuben Vincent, Huey V, HDBeenDope, Tyre Hakim will be joined by other mixtape collaborators for a cross-country tour timed to the homecoming season this fall.
© 2023, Seth "Digital Crates" Barmash. All rights reserved.
